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A romantic holiday like Valentine’s Day is more likely to conjure up images of intimate dinners for two rather than of corporate events. But for one company, the holiday provided an on-brand occasion to spread its message.
During the winter Television Critics Association tour on January 8, Hallmark parent company Crown Media invited 400 guests to the Tournament House—the operating headquarters for the Tournament of Roses—for “the Richness of Romance,” an event promoting the network’s Valentine’s Day programming as well as the its slogan, “the Heart of TV.”
Spearheaded by Hallmark's senior vice president of network program publicity, Pam Slay, and produced and catered by Along Came Mary, the affair included romantic touches in the holiday’s traditional red and pink hues as well as an abundance of roses.
The heavily draped dinner tent was accented with crystal chandeliers and dramatic rose centerpieces—so ornate, the decorative elements took six days to install. A three-course seated meal was followed by truffles and bubbly for dessert.
Other nods to Valentine's Day included mood music courtesy of a baby grand piano in the cocktail space and an all-female violin ensemble dressed in flowing red evening gowns lining the path to dinner.